A Comparative Study on Customer Reviews of National Brand and Private Brand Products Insights from Diaper Consumers’ Reviews on Amazon

Abstract

This study examines consumer reviews of national brand (NB) and private brand (PB) diaper products on Amazon in Japan and the U.S., addressing key factors, consumer priorities, and evaluations. Through text mining and regression analysis, we analyze whether PB products are primarily evaluated based on price, while NB products are assessed based on quality. Additionally, we examine the differences between Japanese and U.S. consumers, specifically whether Japanese consumers prioritize quality over price, in contrast to U.S. consumers. The results of this study indicate that U.S. consumers emphasize price for PB products, whereas Japanese consumers consistently prioritize quality in both PB and NB reviews. These findings provide insights into the differences in consumer preferences across markets, offering valuable guidance for Japanese manufacturers aiming to collaborate with e-commerce platforms to enhance their PB offerings. Such knowledge enables better alignment of PB product attributes with local consumer expectations and informs strategies for competing with established NB products.